The surprise effect of ambient ad on the path leading to purchase : testing the role of attitude toward the brand
Serhat Ozer, Mine Oyman and Y. Zafer Can Ugurhan
| Year of publication: |
2020
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|---|---|
| Authors: | Ozer, Serhat ; Oyman, Mine ; Ugurhan, Y. Zafer Can |
| Published in: |
Journal of marketing communications. - London : Routledge, ISSN 1466-4445, ZDB-ID 2020291-X. - Vol. 26.2020, 6, p. 615-635
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| Subject: | Ambient advertising | perceived surprise | attention toward advertising | attitude toward advertising | attitude toward brand | purchase intention | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Werbewirkung | Advertising effects | Markenartikel | Brand | Markenimage | Brand image | Meinung | Opinion | Markenführung | Brand management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/13527266.2018.1555544 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012263760